CLIENT
Nikko AM
PROJECT
Digital Campaign, Video
The Brief
The opportunity to tap into Asia’s growth with greater flexibility in allocating assets across Asia’s diverse markets—this was the message that Nikko AM challenged us to communicate with the launch of their new AMOVA MSCI Asia ex Japan ex China Index ETF.
Targeting retail investors in their 20s to mid-50s, we built a campaign aimed at raising awareness of this innovative fund. Knowing that our specific audience was seeking exposure to Asia’s growth potential while desiring more tailored allocations by excluding Japan and China, we positioned this ETF as a tool for smarter diversification, highlighting strategic benefits and advantages in short, sharp, and visually-attractive bursts.
METHODS & DELIVERABLES
Campaign Development
Conceptualisation & Strategy
Social Media Marketing
Video Production
The Big Idea
Drawing inspiration from the common metaphor of a “basket” for a diversified portfolio, we whipped up a “fruit basket” of Emerging Asia’s juiciest picks. Just as each fruit adds its own flavour, each market in Emerging Asia offers distinct growth potential. This concept cleverly reflected the ETF’s core strength: giving investors the flexibility to customise allocations and rebalance their portfolio as needed.
To make the concept both memorable and meaningful, each key market got its own fruity alter ego, paired with an industry-defining strength. India, the world’s fastest-growing major economy, was represented by the mango—its national fruit. Taiwan sported a bright tangerine, embedded with advanced electronics to show its supply chain leadership. South Korea donned a persimmon for its ripe robotics and manufacturing chops, while ASEAN’s youthful dynamism was expressed with the iconic durian.
This playful yet professional approach using bold graphics and strong colours allowed us to deliver a compelling story about Emerging Asia’s opportunities in a way that felt fresh, relevant, and easy to understand.
Key strengths of Emerging Asia
Design Icons & Symbols
Each key market is represented by a popular fruit and notable symbols representing key industry trends
Social Media Ads (TikTok & Instagram)
Youtube Video
The Edge Ad
Outcome
Our fruity portfolio lineup delivered outstanding digital results, racking up over 25 million impressions and 190,000 clicks across Google, Facebook, Instagram, and Tik Tok. Every platform exceeded its benchmarks, but TikTok truly stole the show, blowing past click targets by a jaw-dropping 7,000%.
TikTok’s high engagement was the primary driver of overall campaign success, effectively amplifying our creative concept and messaging. By blending punchy visuals with bite-sized messaging, we not only raised awareness but also firmly positioned Nikko AM’s new ETF fund as an attractive option for retail investors seeking targeted regional diversification. In this economy, pursuing growth through smart diversification can bear the sweetest fruit!
